Page 79 - WHITE BOOK

MARCH / APRIL 2014 || FIXED OPS MAGAZINE
One of these scenarios is manifesting into a class action lawsuit against one OEM for allegedly misrepresenting that certain models of their vehicles with au- tomatic transmissions supposedly do not need to have the ATF replaced dur- ing the life of the vehicle. The OEM coins this term “lifetime” fluid. According to the lawsuit the “key selling feature” of these vehicles has been its Service and Warranty program, which “promises to ‘maximize vehicle safety, reliability and resale value by minimizing breakdowns resulting from wear, and minimizing cost and inconvenience.’” It’s further alleged that failure to replace the transmission fluid leads to sudden and premature catastrophic failure of the transmission and that the owners are forced to shell out the cost of repair / replacement de- spite express instruction that replacing the fluid was not “necessary”.
“IT’S A SCIENTIFIC FACT THAT FLUID PREVENTATIVE MAINTENANCE PROLONGS THE SERVICE LIFE OF A VEHICLE. THEREFORE, NO-MAINTENANCE PRACTICES ARE MORE LIKELY MARKET-DRIVEN THAN ENGINEERING-DRIVEN.”
Previous to “Lifetime Fluids” OEM “time / mileage” Service recommendations were the industry standard. But replac-
ing fluids too late leads to premature component wear and damage that may lead to expensive repairs or shorten the useful lifetime of the vehicle. Replacing fluids before they’re needed costs con- sumers millions of dollars each year and can be considered environmentally tax- ing. With the advent and proliferation of “fluid-science” and “instant lubricant di- agnostics” tools, the landscape of pre- ventative maintenance has significantly changed to include fluid condition as a qualifying standard for recommending fluid services.
“That’s why we’re now testing the fluids for our customers and showing them the actual condition of their vehicle’s vital fluids” said Todd Renfro, Service Direc- tor for the Buchanan Auto Stores, “so they can make an informed decision on the preventative maintenance of their cars. We see using fluid diagnostics technology to identify the condition of specific fluids to be an excellent method to install and maintain integrity with our clientele.”
A crackdown and investigation was re- cently conducted by the California Bu- reau of Automotive Repair (BAR) that fo- cused on Service providers performing unwarranted fluid services. The BAR’s initial position on Service recommen- dations was taken directly from OEM vehicle owner’s manuals. Any services performed outside these OEM specifi- cations were suspect. Aftermarket as- sociations including Automotive Main- tenance and Repair Association (AMRA/ MAP), California Automotive Business Coalition (CalABC), Automotive Oil Change Association (AOCA) and indus- try chemical and tool manufacturers presented white papers and scientific
documentation to the BAR supporting their Service recommendations. The aftermarket demonstrated that the fluid service recommendations being offered to consumers were in their best interest, regardless of whether they were in align- ment with OEM recommendations. Con- sumer benefits include prolonging the vehicle’s useful service life, maintaining performance, maintaining efficiency, re- ducing breakdowns and reducing over- all repair costs over the vehicle’s service life.
So how about “Lifetime Fluids”? Once again, does anyone really believe that a car will last forever – especially if you don’t change the fluids? Are we really expected to buy into and sell “To Infin- ity and Beyond” as the famous Disney character says?
You’re in the automotive Service indus- try. Your Dealership relies on your Fixed Operations Departments to generate profits and instill trust, confidence and loyalty in your customers. You are there to provide them with the services they need to maintain their vehicle’s perfor- mance, reliability and service life -- IN- CLUDING FLUID SERVICES. After all, that’s why they came to you in the first place.
Ron McElroy is CEO and Founder of Fluid Rx Diagnostics by Mag- na-Guard, Inc. He has received two “Best New Product Awards” and four “Product Innovation Awards” for creating and bringing to the automotive market innovative new products that have revo- lutionized the way we integrate aftermarket electronics into OEM systems and that have changed the dynamics of performing fluid preventative maintenance services.
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